Market research trends. The main directions of marketing research Trends in the development of the marketing research market

There are various directions marketing research... All of them are based on common theoretical and methodological principles and pursue a common goal, which is to give an objective description of the market, to study the capabilities of the enterprise, to identify its strengths and weaknesses, to help strengthen competitive positions and make a profit. There are nine main areas of research in marketing (Figure 4.2).

Figure: 4.2. The main directions of marketing research

Let's consider in more detail these main directions of marketing research:

• 1. Market research and forecasting. This is the most common area of \u200b\u200bmarketing research. The purpose of the market research is to analyze the data on the market situation to determine the most effective enterprise activity. Market research includes:
  • determination of the capacity (size) of the market and its forecasting;
  • analysis of market trends and the influence of seasonal factors;
  • analysis of the distribution of market shares between competitors;
  • study of market characteristics (analysis of opinions, motives and desires of consumers);
  • determination of the composition and structure of consumers (by age, regional location, social affiliation, gender, family composition, purchasing behavior);
  • analysis of prices and sales volumes in the markets, the structure of trade.

The results of market research are the forecast of its development, assessment of market trends, identification of key success factors, determination of the most effective ways of conducting competition policy in the market and opportunities for entering a new market.

2. Consumer research. This line of research makes it possible to determine the whole complex of incentive factors that consumers use when choosing goods (income, social status, gender and age structure, education). The purpose of the study is to identify and segment consumers, model their behavior in the market, forecast expected demand and select target market segments. The subject of the research is the structure of consumption, the provision of goods, the tendency of consumer demand, the analysis of processes and conditions for satisfying the basic rights of consumers.

The objects of research are individual consumers, families, households, as well as consumers-organizations.

The main results of the market research are:

• forecasts of its development, assessment of market trends, identification of key success factors;
• determination of the most effective ways of conducting competition policy in the market and the possibility of entering new markets;
• implementation of market segmentation, i.e. selection of target markets and market niches.
• 3. Research of goods and assortment. This direction is aimed at determining the compliance of technical and economic indicators and the quality of goods circulating in the markets, the needs and requirements of buyers. The purpose of the study is to obtain information on what the consumer wants to get, what parameters of the product he values \u200b\u200bmost: design, reliability, price, service, product functionality.

The objects of research are consumer properties of analogue goods and competing goods, consumer reaction to new goods, product range, packaging, service level, product compliance with legislative norms and standards. The purpose of the research is to develop our own assortment of goods in accordance with the requirements and desires of buyers, development and production of new products, their modification, improvement of labeling, development of corporate identity, etc.

• 4. Price research. This line of research involves identifying opportunities and reserves by the enterprise for obtaining the greatest profit at the lowest cost. The objects of research are the costs of developing, producing and selling goods (costing), the influence of competition from other firms and analogue goods, the behavior and reaction of consumers to the price of goods (elasticity of demand). As a result of the research, the most effective ratios "cost - price" (internal conditions) and "price - profit" (external conditions) are selected.
• 5. Research of competitors and external environment... The main task of this area of \u200b\u200bmarketing research is to obtain data to ensure the competitive advantage of the company in the market for goods and services.

This direction involves the analysis of the strengths and weaknesses of competitors, the study of their market share, consumer reactions to competitors' marketing tools (product improvement, price changes, trademarks, advertising campaigns, service development), as well as the study of material, financial, labor and human resources competitors.

The ultimate goal of this study is to select ways and opportunities to achieve the most advantageous position in the market, to determine a strategy focused on ensuring the price or quality advantage of the product.

• 6. Research of the structure of market participants. It is carried out in order to obtain information on possible intermediaries through which the company plans to be present in the selected markets. For the correct choice of intermediaries, the company must have information about the activities of these intermediaries, as well as about transport and forwarding, advertising, insurance, legal, financial, consulting and other companies that create in the aggregate the marketing infrastructure of the market.
• 7. Research of commodity circulation and distribution channels. This direction is aimed at finding the most effective way to bring the product to the consumer and his successful implementation... The main objects of research are trade channels, intermediaries, sellers, forms and methods of sale, distribution costs. The research also analyzes the functions and characteristics of activities. different types wholesale and retail trade enterprises, identification of their strengths and weaknesses, the nature of existing relationships with manufacturers.

The purpose of the study is to identify opportunities for increasing the turnover of an enterprise, optimize inventory, develop a criterion for choosing effective channels of commodity circulation, and choose methods for selling goods to end consumers.

• 8. Research of the internal environment of the company and its capabilities. The ultimate goal of this line of research is to determine the real level of competitiveness of an enterprise based on a comparison of the relevant factors of the external and internal environment. The result of the research is the development that contributes to the adaptation of the enterprise to the dynamically developing factors of the external environment.
• 9. Research of the sales promotion and advertising system. This line of research involves identifying the best means of stimulating the sale of goods, studying and solving issues of successful implementation of promotional activities. The objects of research are the behavior of suppliers, intermediaries and buyers, the effectiveness of advertising, contacts with buyers.

The purpose of the study is to develop a policy of relations with the public, create a favorable attitude towards the enterprise and its products (form an image), determine the methods of shaping the demand of the population, ways to influence suppliers and intermediaries, increase efficiency communication links and advertising.

This study assesses the impact of advertising on the consumer, as well as on making decisions to activate advertising campaigns, find new means of influencing the consumer and increase his interest in the company's products. The study concerns not only advertising, but also activities aimed at promoting sales from end consumers and intermediaries. These include the study of the effectiveness of the use of contests, lotteries, discounts, bonuses, awards and other benefits provided to buyers of products.

Participants of the global research market sum up the results of the year twice: in December (“like all normal people”) and in September, at the next ESOMAR congress. It is at this time that outside observers can see the development trends of this industry, which is rather closed to the general public.

Back in 2010, the dynamics of the development of the research industry looked very menacing: the growth curve sloped sharply down and it seemed that soon the market would fall “below the floor,” as Alice said in Carroll's tale. For example, we cite the data for Europe below, however, the prospects of researchers in other regions of the world looked no less pessimistic.

Source: ESOMAR

However, this year the Researchers cheered up. And there was a reason: the market has clearly begun to recover. This followed not only from the official data (see the diagram below), but was "in the air" at the 2011 Congress Hall in Amsterdam. Moreover, the Russian market for marketing research has become one of the fastest growing among European countries.

Source: ESOMAR

“Of course, reseachers are afraid of a new crisis, but these fears have not yet been implemented in practice,” says Tatyana Barakshina, ESOMAR Council member and research director at Bazic AG. - Trends of returning to growth, reaching positive indicators clearly prevail not only on paper, but also in the conversations of the Congress participants.

The bright hopes of the researchers were based, of course, on the state of the world economy, or rather, on the expectations of positive changes. Time will tell how justified they are. It is possible that at the next congress, in Atlanta (USA), which will be held from September 9 to 12, 2012, we will see a sinusoidal growth curve.

Globalization

However, even now the mood in the companies is not uniform, which was reflected in their actions at the Congress in Amsterdam. According to Mikhail Zarin, CEO of Mobiety, representatives of Moscow russian companies We studied the proposed solutions with interest, actively negotiated with old clients, but their colleagues from the regions looked puzzled. Maybe the trends in the global research market from the Russian provinces are seen as something unrealistically distant? “They can be understood: globalization leads to the fact that standard research projects on the basis of established methods are managed from central offices,” says Zarin. “However, for local players, this does not mean defeat at all. One of the possible ways of development - specialization - either by industry, or by the tools used, expertise. "

However, globalization has been and remains an important trend. Successful specialized companies, a kind of "trendsetters", are actively expanding, as, for example, BrainJucer and InSights do, opening new offices in the USA, China, and Eastern Europe. However, it is no longer necessary to open offices, since the virtual office model has appeared, says Barakshina, and not as a substitute for real, personal communication, but as a catalyst for such communication. Ray Poynter, perhaps the most famous researcher of the virtual world today, has convincingly demonstrated that the productivity of the researcher, the efficiency of using working time, the ability to interact with clients and colleagues from different countries, attending and organizing industry events grows at times when every Starbucks in any country can become an office.

Market concentration is increasing, as highlighted by Ipsos' largest recent takeover of Synovate. What are its consequences in Russia is not yet clear. As R&T was informed in Synovate Comcon, Elena Koneva will remain the CEO of this company for another three years, while with the beginning of 2012 the name Synovate is going out of use at the global level. The Russian office of Ipsos confirmed the information that the situation in Russia is frozen for the next three years, and during this period the Moscow offices of Ipsos and Synovate Comcon will operate as independent companies.

Integration processes go not only horizontally, but also vertically. “How will the merger of GMI and Lightspeed proceed? What signals does this give to the market? Will large full-cycle companies now integrate the entire chain, including panel companies? - Alexander Shashkin asks questions, cEO Online Market Intelligence (OMI). - We, like, probably, all panel companies, build business processes, focusing on the long-term perspective, however, in conditions of high dynamics of changes in the market structure price policy customers is not clear even for the next year. "

Growth points

The ESOMAR Award went to GMI's Jon Puleston and Deborah Sleep, an analysis of the use of game elements in online surveys. Gamification, the increasing use of game elements where they, it would seem, should not be, is increasingly entering our lives. This trend is irreversible, as it is associated with a change in lifestyle, which is increasingly influenced by the Internet as a breeding ground for various subcultures.

Another Best Paper Award was awarded by ESOMAR to David Becken, (Senior VP, KJT Group), author of the report “Value Shifting in Marketing Research. Only the paranoid survive. " In his presentation, David stated that the intersection is now at a “strategic breakpoint,” a point on the growth curve, after which the growth rate begins to decline. Such changes were illustrated in the computer market, where in the late 1980s new companies found ways to oust the vertically integrated computer giant IBM from the leading position.

Indicators of the “breakpoint” state are the commoditization of data collection and analysis services, the emergence of a large number of available Do-It-Yourself “do-it-yourself” tools, the shift to online information gathering as the main tool (once, a similar transition was made from personal "apartment owners" for telephone surveys, - recalls Tatyana Barakshina, - and now the same process is taking place with the participation of online methods). Thus, the once profitable specialization of companies in one or another method of data collection is becoming a thing of the past, and with it the widespread “field” model, when the “field” is the main cost component of the services of a research company. Barakshina sees several options for the development of research agencies: a shift towards consulting; clearer industry specialization (pharma, finance, IT, etc.); provision of services as a system integrator - a link between consumers and information providers.

Industry boundaries blur

“The most important moment in the development of the industry in 2011 was not just understanding, but open recognition of the need to expand the boundaries of the marketing research industry,” says Tatyana Barakshina. - Earlier, both in 2009 and partly in 2010, companies involved in Web Analytics, Web Scraping, Social Media Monitoring were treated as interesting phenomena, but not directly related to marketing research. Moreover, these companies were not even considered by the receivers as serious competitors in the field of information collection and analysis. Today the situation has changed. Research associations (for example, MOA - Dutch researchers' association) openly declare to expand the interpretation of research in the traditional sense, inviting "Internet novices" into their ranks.

Social networks are competing with online dashboards. In this context, it can be considered that the emergence of MROC (a network community whose members are recruited by researchers specifically for a specific project) is an attempt to "take revenge" on such networks as Facebook and Vkontakte for "pulling the blanket over themselves."

Another, practically, obvious technological trend is the increasing use of mobile phones in research technologies. The pioneers, of course, included mobile phone surveys in their toolkit a few years ago (let's call Bojole Research, for example), but as cellular penetration increases, so does the understanding of the "inevitability" of using mobiles to collect data. Mikhail Zarin of Mobiety called the current situation "the calm before mobilization." “Technologies and their active use by consumers have stepped forward so much that researchers were somewhat frightened and had not yet fully figured out what they needed,” says Zarin. - Yes, it is possible to determine the coordinates of a person, but it is possible to record voice, images, video. But there are no techniques. There are isolated (albeit very interesting) cases and there are many discussions. "

In their report on research industry trends, Forrester Research experts pay attention not only to technological changes, but also the shifting role of research departments in companies (we are talking about manufacturers, i.e. from the point of view of research agencies - customers - R&T). Researchers will see shareholders and executives increase their expectations for research data in 2012 in terms of timely delivery, improved data quality, and the relevance of identified consumer insights. For this, researchers will have to invest more and more time and effort in mastering new emerging SMM technologies and using mobile communications. Forrester Research emphasizes that the skills to work together with other parts of the company, especially those conducting customer base analysis, will become especially important.

Import trends. The Russian market of marketing research grew in 2011, but life will not be easier

According to the official statement of the OIROM secretariat, the volume of the Russian market research market increased in 2011 by about 12% in rubles and by about 16% in US dollars, thus amounting to about $ 370 million.

Actually, nothing surprising happened. A year ago, researchers expected their market to grow - and so it happened. However, even taking into account the record low inflation in 2011 of 6.1%, the growth turned out to be small. For comparison: a year ago, in 2010, the market grew by 20%, however, here we must take into account the low base associated with the crisis.

Despite the positive numbers, representatives of medium-sized companies did not feel positive emotions from the results. Dmitry Ponomarev, director of business at the Leancore Analytical Center, describing the details of the meeting in his corporate blog, notes: “I had a feeling that growth was significantly weaker. Apparently, this is another confirmation of the growing concentration of the industry. "

However, this is not new trend... Large companies have been getting bigger for at least five years, as shown in Chart 1.

Chart 1. Market shares of the six largest companies

Source: ESOMAR

Examples of the largest M&A deals are on everyone's lips. In December 2010, an M&A transaction was completed, the result of which was the appearance on russian market the combined company Synovate Comcon. And about six months later, Synovate itself became part of Ipsos at the global level. True, they decided to freeze the situation in Russia for three years, but from the point of view of global players, this is of no fundamental importance.

The prospects for the development of the Russian market are largely associated with global trends, because foreign companies have a prominent place on it. In this context, it is especially interesting to look at the basic qualities of the industry leaders.

In December 2011, the Global TOP 25 report appeared in the public domain, annually compiled by Jack Honomichl, founder of the well-known research publication inside Research. The report contains survey data on the world's largest companies: income, number of employees, etc. These are the numbers that ESOMAR uses in the corresponding section of its annual collection. In addition, the report contains a description of the profiles of leading companies, the study of which provides rich food for thought.

The leaderboard is fairly stable. In any case, in 2010 there was only one new company - ICF International Inc, led by Indian-born Sudhakar Kesavan. This rapid growth is largely due to the M&A deal she carried out. But the growth potential, of course, was laid earlier. The company owns a wide range of techniques and operates in various industries. Their set may seem exotic from the Russian point of view: aviation, public opinion, community development, defense, education, energy, health care, household safety, transport, etc.

The ICF example well illustrates one of the trends identified in the Global TOP-25 report: diversification... Successful companies today must have large databases, use the synergy effect from the interaction of their departments, which, among other things, adds to the company's resistance to negative changes in the external economic environment.

Working in the international market, globality Is another feature of leaders noted in the Honomicl report. All five largest companies in the world receive more than half of their income (from 51% to 91%) outside their countries and have an extensive network of subsidiaries and representative offices in other countries. This, in turn, means the ability to quickly transfer methods and technical equipment from country to country, and reduce the time for launching projects. There are already examples of such activity, let us recall the expansion of the range of research products of the Russian office of Nielsen, which was declared not so long ago. There is no doubt that we will see more examples in the near future.

Publicity... All five leaders are either themselves public companies, or such is the structure they belong to. This, first of all, means the transparency of their financial transactions, including income.

Finally, another important feature noted by the authors of the report is that the leaders of the five leading companies from the Global TOP-25 list (with the exception of Ipsos) have significant experience outside the research industry... Conversely, the leaders of almost all large companies "Grew up" in the research industry. Most likely, this is due to the fact that at the time of the creation of the company, its founder and head are often the same person, at least in the field of marketing research. However, the situation will change as the company "matures", the authors of the report note.

The practice of inviting top managers from other industries may well spread beyond the headquarters, let us recall, for example, Alexandranra Pismenny, who several years ago headed the Russian office of Nielsen, having come to the research company from Tetra-Pak.

Creating a balanced portfolio of research products is becoming a trend in the market research market

ESOMAR's data presented in Table 1 show that over the past five years, none of the leaders have managed to break through and outstrip their “rated neighbor”.

Table 1. Incomes of the leaders of the global research market for the last 5 years

Source: ESOMAR

At the same time, as can be seen from Chart 1, the growth rates of all leaders in the last 5 years exceeded the market average (2%). This is not a new conclusion - it is known that the concentration of the global market research market is growing, i.e. “The big ones get bigger” and most often through the takeover of small and medium-sized companies.

Chart 1. Growth rates of leading global research companies

Source: ESOMAR

The new strategy is likely to require new people - researchers, analysts, account managers and business development managers. Considering that the MR market traditionally experiences a shortage of qualified personnel, one can expect an increase in the activity of HR departments of leading operators in the Russian market of marketing research - both in terms of attracting and retaining personnel.

Smarter, bigger, more mobile! 10 trends in the marketing research industry in 2012 (according to L. Murphy)

2012 is unlikely to be the end of the world, as it could be said, looking at the completion of the Mayan Calendar exactly this year. But in 2012 we will witness a tremendous change in the field of marketing research. In a sense, this will be the “branch” end of an entire era.

1. Research is getting smart!

There is much more research to be done than just "facelift". So we are moving away from discrete ad-hoc surveys to broad tracking systems. They will be able to create dynamic and targeted questions based on the synthesis of user information from social media, panelist profiles, CRM systems, POS and any other information sources that we can use. Applying the same principle of logical processing that is used in modern video games, research will rely on a "decision tree" that will link the respondent to a sequence of questions that correspond to his past actions or observed behavior. Forget 30 questions in one survey. In the next 3-5 years, their place will be taken by "smart super-omnibus" (uber-omnibus) systems of 2-3 questions on various topics of concern to the consumer on a regular basis. Such systems will also combine the visual and structural elements of games and allow consumers to receive special offers from the brands themselves as rewards.

2. High-quality "game" connects the dots

Rejoice, "quality workers", your time to shine is at hand! Telling stories, linking disparate data to form recommendations, and applying social science to understanding human behavior will only grow in importance. Driven by the demands of brands to truly understand consumers and growing communities, "virtual ethnography", Big Data (R&T) analysis, and more. Someone will have to take this step to make sense of what is happening, and researchers in qualitative methods are well suited to this task. Of course, this will require learning new tools and thinking on a much larger scale than before.

3. Once again, only with feeling!

As the technologies for understanding consumer emotions become more sophisticated, the use of behavioral economics models no longer looks strange. It doesn't matter what they are based on: biometric, neuro, facial or cognitive modeling. Brands will invest heavily in the search for the Holy Grail - understanding the drivers of consumer choice and exploring ways to optimize their product offerings. Collecting opinions and preferences will continue to be important, but only as one element in helping to fill information gaps, as fuel for the Big Data machine that can predict the future. Anything that can help brands get into the minds and hearts of consumers will increase in value at a tremendous rate, and techniques that are measurable and easy to use will win.

4. Google takes control of data collection

Let's take a look at the giants of the IT industry. Google, Salesforce, Facebook, Microsoft, IBM, Adobe, Amazon, Yahoo, HP or Zynga continue acquisitions and investments to capitalize on their huge information resources to understand the meaning of what is happening. Perhaps this will happen through various forecasting models, text and video analysis, micro-research and other methods. Regardless of the methods, the end result will be the same - the destruction of the traditional value chain in the field of marketing research. Honomichl Top 10 (America's MR Company - R&T) will be acquired for its data-and-service capabilities, or will partner with these big companies and flourish. Smaller companies with special offerings, proprietary data or technology can also successfully enter the new ecosystem. Insight consulting will also help brands understand “what it all means”. As for data collectors and field agencies ... well, some niche specialists will remain viable, some will be bought, but most will have to struggle to find their place in the "new world order".

5. Reading between the lines

The development of text analysis techniques and research in this area will change the rules of the game, both in online research and in the analysis of large amounts of data. The computational power, depth and breadth of analysis protocols, and access to vast amounts of information will determine the winners and losers of this race. Simple analysis of opinions and sampling on a limited data feed will be completely replaced by analytical algorithms for insights into information, including its emotional impact. The application of these methods in research will be truly tremendous! Applying text analysis to group and community transcripts, social discourse, CRM data, research transcripts, and other sources of textual information is just the beginning. Combining data, no matter how well it is structured, with some other models will be a transformative factor in many industries, but especially in the field of market research.

6. Brands leave their money where it is talked about

In 2011, we saw many leaders of global companies such as P&G, Coke, Microsoft, Volkswagen, PepsiCo warn the market research market, urging the industry to develop to better meet their needs. They backed their words with action by working with companies outside the market research market such as Wayin, IntoNow, CrowdTap, Tiipz and of course Survey Monkey. In 2012, this trend will intensify, and brands will look for other partners who can offer value beyond data collection and analysis. They will place their budgets on platforms that will allow them not only to understand consumers, but also to actively engage them in communication with them and transform their relationships.

7. More global! Local!

Social media and mobile technology will continue to work in tandem, connecting African herders, Wall Street managers, factory workers in China, shopkeepers in Germany, and farmers in Brazil with each other and the world around them. The limitless space of digital communications creates unprecedented opportunities to carry out research that combines a global scale and a local focus without the need for many separate projects. There will be no need to conduct tracking studies in 18 countries consisting of several waves of data collection worth millions of dollars. Instead, we will have the opportunity to construct socialized projects that, once deployed across all networks, will be able to collect massive amounts of data, both macro and micro, much faster and cheaper than ever.

8. Big data is big money

Most of my predictions relate to the idea of \u200b\u200b"Big Data", the concept of synthesizing and processing large and disparate volumes of information for a deep understanding of the essence of what is happening, as well as for the development of more efficient models for predicting the outcome of events. "Psychohistory" in the universe of the famous writer Isaac Asimov, as well as the novel (and the film of the same name) "Minority Report" by Philip Dick - scientific facts about such players as HP, IBM, Google, Apple and also about small companies like Palantir. Data collection, aggregation and analysis are cheap, but synthesizing Large amounts of information and building predictive models is invaluable, and whoever can separate signal from noise will be worth more than gold. Big Data is in line with the Business Intelligence Industry, which is currently valued at $ 300 billion and will grow in 2012.

9. Mobility, mobility and more mobility!

If you don't think mobile will be the defining technology for the next five years, then I just don't know what else I can tell you. We live in a digital world and the future of this digital world in mobile devices. Every marketing research simply needs to be viewed in this context.

10. Study redefinition

The narrow definition of research used by the marketing research industry last yearsis simply not true anymore. New customer requirements, new business realities, social trends, technologies, business models, competitors and advantages in understanding human behavior are redefining not only how marketing research should be conducted, but its fundamental application. Protectionism or elite positioning are no longer viable responses to sustain growth. We must develop and evolve, which means that we must be open to new trends and ways of thinking. Tensions will hit a tipping point in 2012 and the industry will never be the same again. Our most progressive trading companies will help pave the way, but the main impetus will come from a massive audience driven by social media apps.

Now a few comments. First, about economic uncertainty, especially the threat of another recession caused by the crisis of sovereign debt in Europe and America. In the short term, this may slow down the development of the industry, but in the long term, it will only stimulate change. Secondly, new explosive technologies can appear at any moment and significantly affect the balance of power in this game; the pace of change and innovation is only accelerating, and who knows what tomorrow will bring? And thirdly, I, of course, could misinterpret trends or underestimate the power of entropy in this game. Well, time will tell.

Alexander Shashkin, CEO of Online Market Intelligence (OMI)

There is no doubt that in the West, especially in certain industries, the development of the systems referred to in paragraph 1 of the article is underway. However, this process will not be fast, since any industry has its own specifics (up to the complete impossibility of unifying systems). In addition, setting up such a "smart" system, adapting and supporting it in a separate company will cost big money, including the cost of permanent consultants (as is the case with SAP, for example). For a long time to come, individual ad hoc projects with better ROI will be preferred - risks increase, business conditions and processes change rapidly, and turning the river back is much more difficult than redirecting a trickle.

There is no doubt that IT giants have a huge potential for working with information, but one should not overestimate their capabilities in the field of marketing research. The main limitation is the difficulty of working with predictive models (logic breaks down about emotion). Yes, they can analyze an object in its development, but non-existent products have no history. In addition, knowledge of the stages of development of a particular object does not always allow us to understand the reasons for the turns and the accompanying emotions of the people involved in the process.

Do not forget that people do not talk about all topics and do not often discuss things that do not exist. Text analysis is extremely important, but in combination with other sources of information (including surveys).

If we talk about the globality of emerging systems, then I would not underestimate the importance of the local and overestimate the ability of even the smartest systems to adapt. It is possible to collect large amounts of data “on a global scale”, but their interpretation is often difficult without understanding the cultural specifics of a particular region, historical experience, and so on.

Of course, research technology and understanding of the applicability / implications of marketing research will change. But I do not believe in universalization and generalization, nor in the “broad masses” at a time when target audiences are constantly shrinking and large social communities are fragmented. In this sense, the concept of the "long tail" seems to me more adequate. After all, the same social network has no unity other than technological.

Currently, there is a significant increase in the demand of Ukrainian companies in marketing research. Already today, conducting such research is important and very important for the work of almost 60% of large Ukrainian companies.

The purpose of this article is to identify the main trends, problems and prospects for the development of the marketing research market in Ukraine in a modern market economy.

The relevance of this issue is evidenced by the fact that numerous scientific works of well-known specialists in this field are devoted to the problem of the development of marketing research. The very concept of "marketing research" is interpreted by each of them in their own way, focusing on its different elements. Despite the difference in views, it remains in common that the study of the market research market is a fairly important issue for all subjects of a market economy.

Marketing research is the collection, processing and analysis of information in order to reduce the uncertainty in making management decisions. In a market economy, marketing research is a reliable source of the necessary information about the factors of the marketing environment in which any enterprise operates.

The information obtained in the process of research makes it possible to take adequate and effective management decisions... The marketing research market itself can be characterized as an imperfect market, with obvious signs of monopolistic competition. The marketing research industry itself can be categorized as a transitional industry that moves from growth to maturity.

An important competitive advantage of enterprises that work in the field of market research include: a high professional level of knowledge and skills of personnel, high quality of services provided and marketing activities. The quality of marketing research may fluctuate depending on the specific performers and the conditions for its implementation. A specific feature of the marketing research market is that, next to the analysis of the product itself, it is necessary to consider research technologies.

The development of the marketing industry has been greatly influenced by the processes of globalization, centralization and changes in technological processes... Starting in 2003, marketing research began to be carried out in previously “marketing-unpopular” markets.

The first research agencies on the territory of Ukraine appeared in the early 90s, the main clients of which were foreign or joint ventures. Gradually their number increased and now there are over 14 of them in Ukraine. The largest ones today are the following: AC Nielsen Ukraine, UMG Ukrainian Marketing Group, tNS Ukraine, In Mind, GFK-Ukraine.

Research carried out by In Mind allowed us to analyze the specifics of the current state of the field of marketing research in Ukraine. The experts' assessment of the prospects for the development of the industry for a period of five years made it possible to identify two main trends: an increase in the strategic role of research in the work of companies and an increase in mutual understanding and partnership between companies and external researchers.

Today, the level of development of the market of marketing research is assessed by the overwhelming majority of surveyed experts (82%) as average. Experts believe that the main obstacles to its development are a combination of external and internal factors: on the one hand, the incompetence of marketing research providers noted by experts, on the other hand, the lack of understanding by the company's management of the need for marketing research (they were identified by 25 and 24% of surveyed experts, respectively).

In second place are financial reasons - lack of funds from the customer, high cost of research (14%) and barriers associated with the specifics of the industry's development, such as low demand, low competition (12%).

The results of the study showed that today the research, which is most often carried out by Ukrainian companies, belongs to the field of global research that is important for the company's strategy - analysis of market trends, search for vacant niches, segmentation and analysis of target audiences. In addition, more than half of the companies that conducted the study last year turned to various types of audits of commercial activity - sales volumes, pricing, merchandising, distribution, etc.

Thus, the following can be attributed to the main trends in the development of the marketing research market in Ukraine: The growth rates of the marketing research market in Ukraine are quite high, comparing the obtained indicators with the indicators of some European countries, we get: Ukraine - 27%, Bulgaria - 22.3% , Poland - 13.7%, Russia - 13.9%. An increase in the number of orders from national companies. Growth in prices for marketing research (increased by 15-20% due to an increase in prices for the purchase of official sources of information). Development of regional companies, their introduction to global networks. An example is the DILU company (Donetsk), which is a member of the Intersearch network. An increase in the number of companies that provide consulting services based on the conducted research. Large and medium-sized marketing companies occupied the largest monetary segments - television, radio, advertising, audit of retail outlets. An increase in the number of highly specialized marketing agencies. High level of competition in the market research market. Increasing the role of quality standards for marketing research by UAFM and the impact of the ESOMAR Guidelines and Directives

Thus, it must be said that in order to effectively form the tools of competitive advantages at the present stage, it is necessary to establish a system of marketing research. Only it can provide enterprises and organizations with comprehensive information, because marketing research, as a continuous process of collecting, processing and comprehensive analysis of information about the factors of the marketing environment, is aimed at making effective strategic and flow decisions regarding the formation of competitive advantages of individual products and the enterprise as a whole.

Literature: Konishchenko M.G. Ukrainian specifics of international marketing // Ekonomika Ukrainy. - 2006. - No. 5. - P.33-39. Lilik I. V. Marketing in Ukraine: the nature of discussions // Marketing in Ukraine. - 2004. - No. 3. - P.6-8. Lilik I. V. Marketing in new market economies // Marketing in Ukraine. - 2006. - No. 5. - S.25-30. Lilik I. V. The main trends in the development of the market of marketing messages in Ukraine // Marketing and Advertising. - 2006. - No. 5 - P.33-39.

Plan

• Fundamentals and trends in the development of marketing research

• Strategic Marketing Analysis System

• STEP analysis
• SWOT analysis
• Determination of market capacity
• Market segmentation

• Study of consumers and other market participants

• Functional studies - in other presentations

Literature

• Berezin I.S. Marketing research. How they do it in Russia. - M .: Vershina, 2005 .-- 432 p.

• E.P. Golubkov Marketing research: theory, methodology, practice. M .: Publishing house "Finpress", 2003. - 496 p.

• Malhotra N.Marketing Research: A Practical Guide - M .: Publishing House "Williams", 2003. - 960 p.

• A.P. Pankrukhin Marketing: A Textbook. M .: Omega-L, 2007.

1. Foundations and development trends marketing researchAttitude, goals, objects and methods Attitude towards research (people, press, organizations)

• Household stereotypes

• Press: results without technology

• Organizations: opposition and overcoming

Anti-marketing stereotypes

• Marketing is easy

• Marketing is too hard

• Marketing is possible and needed only in civilized, mature markets

• Marketing is only possible in large enterprises

• Marketing is an internal business of the company

• Marketing is a purely commercial business

Do I need to count?

Do you need marketing research?

• Billions of dollars are spent annually on market research in the world.

• For example, in 1998, according to the European Society for the Study of Public Opinion and Marketing Research (ESOMAR), 13.4 billion dollars were spent on this.

• The global market for marketing research is growing on average by 10% per year.

Market trends

• According to ESOMAR estimates, the research market turnover in 2003 was:

• in the world - USD 18.9 billion
• in Russia - 85 million USD (less than 0.5%)

• Market growth is uneven: some countries in Eastern Europe, Asia, Latin America show growth of more than 10% per year

• Including, adjusted for inflation, 5 Eastern European countries showed growth of more than 10%, and in Asia - China + 28%, Vietnam + 23%, Philippines + 21%, India + 17%

Countries of "double-digit growth" and Russia (data from ESOMAR adjusted for inflation)

Market formation and research culture: 10-12 years ago

Market formation and research culture: 5-7 years ago

Shaping the Market and Research Culture: Today

Advertising and MI costs

• Per capita

• in Hong Kong - $ 639 (the highest);
• in the USA - $ 471;
• IN western countries - at the level of $ 250;
• In Russia - about $ 25.

• It is accepted to estimate the expenses for medical devices as a% of the volume of advertising expenses:

• in France and Sweden - above 10%,
• in most European countries - 6-10%,
• in most Eurasian countries - 2-3%,
• in Russia - 3.1%.

The structure of clients and topics of MI

• Domestic clients in the world, in most countries and in Russia, make up about 75% of the turnover of research companies (this includes local branches of TNK);

• In Bulgaria, the share of foreign clients is higher (about 45%);
• In Korea and Japan - less - 6% and 9%.

• In the world turnover, consumer research is 78%

• In Russia - 70%, in Bulgaria - 60%,
• In Hungary and Slovakia - about 80%, in Japan, Korea, Latvia and Romania - about 85%

The ultimate goal of any marketing research

• Formation of the optimal strategy and tactics of actions, taking into account the real and probable in the future, on the one hand - a set of conditions and market factors, and on the other - the capabilities, potential and claims of the firm-market entity.

• This is done to reduce the level of uncertainty in information and to optimize the market concept, strategy and tactics of the firm's behavior in the market.

Regular sources of information

• periodicals,

• company directories,

• statistical yearbooks,

• annual reports on the activities of firms,

• messages from chambers of commerce and unions of entrepreneurs,

• information about the work of industries,

• other sources of information, including resources of computer networks, results of the population census, etc.

Research objects

• A complex of marketing problems and problem blocks, including: the structure, state and development prospects of the market as a whole, as well as its main components: demand, supply and mechanisms for their balancing, balancing.

• Among these mechanisms are the assortment of goods, pricing, communication activities, commodity circulation.

The main directions of marketing research, popular among firms in the US (% of companies conducting research on a specific topic)

The main types of specific marketing research

• analysis of promising opportunities and potential threats to the marketing environment
• determination of market capacity;
• market segmentation;
• analysis of competitive advantages and weaknesses in the company's activities
• functional research (product, price, communication, sales)

Stages and procedures of marketing research

• 1. Determination of the problem, hypothesis and research objectives, incl. primarily identifying research needs
• 2. Development of a research plan (determination of types of necessary information, research methods, sources of its receipt, development of data collection forms, sampling plan and determination of the sample size, determination of the budget and estimate of the study
• 3. Implementation of the research plan. Data collection, analysis.
• 4. Preparation and presentation of the final report. Interpretation of the results obtained, their presentation and communication to the management

Marketing research methods

• General scientific:

• system analysis
• logical methods (induction, deduction, etc.)
• integrated approach (marketing mix)
• target planning
• experiment
• expert assessment

Special marketing techniques

• Market segmentation

• SWOT analysis of the environment

• Assessment of competitiveness

• Positioning of products and competitors

• ABC assortment analysis

• Demand elasticity analysis

• Media planning, etc.

The enterprise must meet the target audience

2. System of strategic marketing analysis

Macrosystem analysis Contents of STEP analysis Factor groups

• FROMsocial

• Ttechnological

• Eeconomical

• Ppolitical

Social factors

Technological factors

Economic forces

Political factors

External factors

• Globalization of Markets and Market Activities

• Back in the 50s, the world was divided into 120 national markets
• Ethnocentrism is a thing of the past

• Culture and cross-cultural strategies

• Knowledge, religion, art, law, morality, customs and other acquired abilities and habits
• A set of values, ideas, objects of human labor, and other significant symbols that help members of society to communicate, interpret and evaluate situations

Globalization

• An increasingly complex complex of cross-border interactions between individuals, enterprises, institutions and markets, the formation of a single internationalized global commodity, financial, information space, the integration of a wide variety of entities into global processes.

• The diverse tasks it sets, tasks that states cannot successfully solve only on their own, most directly and clearly indicate the need to strengthen multilateral cooperation.

Manifestations of Globalization

• expansion of flows of goods, technologies, financial resources;

• steady growth and strengthening of the influence of international institutions of civil society;

• growing cooperation between countries on the use of resources of the oceans and the development of sustainable tourism;

• global activities of transnational corporations;

• significant expansion of the scale of cross-border communication and information exchanges, primarily via the Internet;

• transboundary transfer of diseases and environmental impacts;

• the increasing internationalization of certain types of criminal activity.

Components and influences of culture

• Abstract elements: values, relationships, ideas

• Material elements: tools, books, computers and networks, houses and structures, specific products

• Culture influences consumer judgment and behavior in areas such as:

• self-perception and perception of space (office, premises, territories, company
• communication and language
• appearance and clothing, food
• time and its estimation
• relationships (in the family, in the organization, in groups and society
• values \u200b\u200band norms, beliefs, mental processes and learning
• style of work, decision-making, experience

Market Analysis

• Purpose: to obtain data on the market conditions of a certain activity

• Objects:

• market trends and processes
• structure and geography of markets
• capacity and market conditions
• barriers, risks, etc.

• Results: forecasts of market development, assessment of their prospects

SWOT analysis

• Internal factors:

• Strengths - strengths
• Weaknesses - weaknesses, weaknesses

• External factors:

• Opportunities - opportunities
• Threats - dangers

SWOT and SNW analysis scheme of the territory Analysis of the strengths and weaknesses of the activity

Analysis of the external environment of the territory Matrix of opportunities: Sport

Analysis of the external environment of the territory Threat matrix

Tourism SWOT analysis in Latvia

Determination of market capacity

• Primary or unstimulated demand (no marketing)

• Current market demand - the actual volume of sales at prevailing prices for a certain period of time (month, year) at the current level of marketing

• Market potential - the limit to which the market size tends with an increase in marketing costs

Current market demand

• Q \u003d n x q x p, where:

• n is the number of buyers of a given type of product in a given market;

• q is the number of purchases made by the buyer during the analyzed period of time;

• p - the average price of this product

• When determining the size of the market for durable goods, it is important to know:

• volume of goods available to consumers

• the distribution of this park by service life

• replacement rate

• the possibility of new replacement alternatives

Required number of car tires in 2007

• To determine it, it is important to know:

• the number of vehicles available to consumers, suitable for use, with the terms of purchase;

• the number of tires required to operate one vehicle;

• running time of tires;

• distribution of vehicles by tire life

It is necessary to add the number of cars sold from July 1, 2004 to June 30, 2005 (i.e. the number of cars for which the tire replacement period ends during 2007) with a similarly determined number of cars with a service life of 5, 7 , 5 and 10 years, which may require a second, third and fourth tire change. Total of these cars, multiplied by 4 (the number of tires for one car) and will be the required market capacity

Market segmentation

• This is an activity on the classification of potential (including real) consumers of manufactured products (services) in accordance with the qualitative structure of their demand.

• This is the first necessary step in the study of the market, the basis for determining its capacity and choosing the priority areas of application of the company's market activity is

Qualitative research

• Focus group - a method that allows us to directly find out from a group of consumers of interest to us, its reaction to a certain product (characteristics, price, packaging, service, etc.), as well as their perception of competing products

• In-depth interview - unstructured individual conversation with a customer, lasts up to 1 hour

• Qualitative research is most often used at the initial stage of larger, practically oriented research:

• positioning of a product or company,
• segmentation of consumers,
• quantitative research

Market segmentation allows

• clarify and differentiate demand, structure it, and ultimately identify the most suitable conditions (boundaries of spheres of action) for choosing the optimal strategy and marketing tactics.

• A market segment (hereinafter - SR) is a set of consumers who react in the same way to the demonstrated (promised) properties of a product (service), to incentives for marketing.

• Market segments are differentiated depending on the types of consumers and the corresponding differences in the needs, characteristics, behavior and thinking of consumers.

Market segmentation activities include

• definition of segmentation principles (types, priorities in relation to segmentation features, criteria for evaluating segments);
• drawing up profiles, diagrams, matrices, i.e. market breakdown in accordance with a certain spatial model of displaying selected segmentation principles;
• evaluation of the degree of attractiveness of the obtained segments using the selected evaluation criteria;
• selection of one or more market segments to enter them with their goods (services) and means of their promotion;
• decision on the positioning of the product (service) in each of the selected market segments, taking into account comparative data and probable prospects;
• development of general features and components of a marketing strategy for each target segment.

3. Study of consumers and other market participants

• Purpose: to study the complex of factors that consumers are guided by when making a decision to purchase a product

• Objects:

• individual consumers
• households, families
• organizations as consumers
• layers, consumer associations

• Result: demand forecasts, consumer typology and models of their behavior

1. Individual consumers

• purchase goods exclusively for their own personal use. Lonely citizens living separately from the family do this. Their share in Russia is about 1/5 of the total adult population. About half of the "individuals" are elderly, mostly women, the other half are young people, mostly men, under 30 years of age.

• Also individually, as a rule, clothes, shoes, personal belongings (with the exception of gifts) are purchased.

• First of all, individual consumers are interested in the consumer qualities of a product: usefulness, relative price, external data, packaging.

• The incomes of the majority of individual consumers in Russia are low. In the US, on the contrary, these are the most affluent consumers.

2. Families or households

• the main consumer of food and non-food consumer goods, excluding clothing and personal items. Decisions are made either by the spouses jointly or by the head of the family.

• In Russia, as a rule, men are formally considered the head of the family, while women are often de facto.

• Parents tend to make purchasing decisions for children under the age of 12. The opinion of children 12-18 years old is taken into account and can even become decisive on certain issues.

3. Intermediaries

• They make purchases not for consumption, but for subsequent resale. Intermediaries deal with both consumer and industrial goods. The range of goods in which they are interested can be either very wide or very narrow.

• They are mainly interested not in the consumer qualities of the goods, but in their exchange characteristics - demand, absolute price, profitability, circulation speed, transport packaging, shelf life, etc.

• At the same time, they tend to be more professional shoppers than families and individual consumers.

4. Suppliers or representatives of firms

• Make decisions on the purchase of industrial goods. These are, as a rule, highly specialized professionals who know the product no worse, and perhaps even better than the manufacturers themselves.

• The following factors are taken into account: the price and quality characteristics of each product, the promptness of deliveries and transportation costs, the completeness of the assortment, the reputation of the manufacturer, the qualifications of personnel, consultations and reference books, the speed of reaction to the wishes of the client, the possibility of obtaining a loan or payment by installments.

5. Officials or responsible persons of institutions

• As a rule, they are general professionals. The peculiarity of the market: officials spend not their own, but public funds and this procedure is formalized and bureaucratized.

• The most important criteria for choosing a manufacturer or supplier by officials: reliability, loyalty, personal connections, the presence of influential lobbyists, etc.

Although the Russian federal government is not an ultra-reliable payer, cooperation with it is quite attractive, firstly, due to the fact that through several dozen ministries and funds it controls about 20% of the domestic product, secondly, it is the largest employer, and in- third, it can provide support to its counterparties in competitive struggle, which in the transition period is very tough.

Gender of goods

• Clear: bras, sanitary bags, dresses, electric shavers, smoking pipes.

• Partial (by model): boots, jeans, shirts, suits, cigarettes, deodorants. Up to "unisex"

• Missing: cars, video cameras, electric stoves, etc.

• But there is gender differentiation in shopping decisions.

• mostly men decide: audio, video equipment, cars

• mainly women decide: perfumery, hygiene products, food

• the decision is made jointly

Classic seven-year life cycle intervals

• infancy - up to 7 years old, teeth grow, speech is mastered;
• childhood - from 7 to 14, puberty is reached, basic skills are formed;
• youth - from 14 to 21, the figure, intellect, character is formed;
• youth - 21-28, offspring appear, their own household;
• flourishing - from 28 to 35, peak physical and mental fitness;
• average age - 35-42, peak intellectual, career is made;
• maturity - 42-49, is directly involved in management;
• experience - 49-56, the time to achieve the highest success, responsibility;
• old age - 56-63, time to pass the instruction to the youth;
• wisdom - 63-70, time to prepare for the end of life)
• With an increase in life expectancy, the middle and older intervals increase and shift by 7-14 years.

Cohort segmentation (for Russia)

• 1914-26 years of birth - “Children of wars and revolutions
• 1927-39 years of birth - "Children of the cast-iron gods"and "Thaw" youth,
• 1940-53 years of birth - "Wartime children" and Stagnant youth
• 1954-67 years of birth - "Children of reforms" (Khrushchev, Kosygin) and "Perestroika" youth
• 1968-78 years of birth - "Children of stagnation" and "Crisis" youth
• 1979-89 years of birth - "Children of perestroika"
• 1990-2000 years of birth - “Children of the crisis”.

Family life cycle stages

1st stage - “courtship”. Young people have a separate budget. They are active consumers of: fashionable clothes, sports goods, travel packages, discos, pop and rock concerts, alcoholic and soft drinks, bars and fast food outlets, perfumes and cosmetics, fast food in small cuts and packaging, educational services, radio equipment.

• 2nd stage - “Newlyweds”. Young people began to live on a joint budget, separate from their parents. They are active consumers: furniture and durable goods, household and video equipment, semi-finished products, honeymoon travel, cafes, discos, theaters.

• 3rd stage - “Growing family”. Children appear. The youngest is not yet six years old. The family becomes an active consumer of diapers, baby food, toys, clothes, strollers, washing machines, massage therapists and pediatricians, ice cream parlors and pizzerias.

• 4th stage - "Full socket". The family is no longer growing. The youngest child went to school. The family becomes an active consumer of small-scale wholesale lots of goods and products, repair services, family clubs and tours, publications, videos, children's sports sections, and pedagogical services.

• 5th stage - "empty nest". Children leave their parental family and create their own. The head of the family is still working. The market for construction services, expensive clothing, medicines, cosmetics, cars, boats, spa services, cruises, therapeutic massage.

• 6th stage - “Pensioners”. The spouses don't work. They are interested in gardening tools, books, medical goods, children's goods (for grandchildren), boarding houses, cult goods.

Professional groups

• creative professions,

• engineering

• managerial

• employee profession

• trade professions,

• service professions

• professions related to agriculture, forestry and fisheries

• working professions related to the maintenance of complex machines and equipment

• assembly and repair workers,

• workers engaged in similar operations

• professions related to the handling and transportation of finished products

• mixed

The speed of consumer reaction to a new product

• 1. "Innovators" - from 2 to 5% of all end consumers are the first to try a novelty with a risk, if not for life, then for reputation.

• 2. "Adepts" - early adopters, from 10 to 15% of consumers, opinion leaders in their environment, make the product famous and fashionable.

• 3. "Progressives" - the early majority, 25 to 35% of all consumers, provide mass distribution at the growth stage.

• 4. "Skeptics" - the belated majority, from 35 to 45% of end users, provide sales at the saturation stage.

• 5. "Relative Conservatives"- from 10 to 15% of all end consumers perceive a “novelty” only when it becomes a “traditional” product.

• 6. "Absolute Conservatives"- from 2 to 5%

Commitment to a brand or company

• Unconditional adherents – only cigarettes "Salem" video equipment "Panasonic", appliances "Ariston";
• "Narrow" – Camel or Winston (Reynolds), Panasonic or National (Matsushita), Indesit or Ariston (Merloni Elettrodomestichi);
• "Wide" – expensive cigarettes from leading manufacturers, Japanese video equipment, Italian sanitary ware, German-French household appliances
• "Wanderers" - consumers who, by their nature, cannot opt \u200b\u200bfor specific brands or manufacturers
• "Seekers" – consumers who, changing brands and manufacturers, are looking for the most acceptable balance of ratios of two most important parameters: price and quality of goods.

Individual marketing

• it is the continuous use in practice of knowledge about the individual consumer,

• obtained through interactive communication

• and helping to create and promote products and services

• in order to ensure continuous and long-term mutually beneficial relationship

Study of competitors and partners

• Objective: Obtain data to provide competitive advantage in the market and exploit collaboration opportunities

• Objects:

• strengths and weaknesses of competitors, their strategies, position and potential
• opportunities and motivation of potential partners

• selection of ways and opportunities to achieve the most advantageous position in the market

Study of the internal environment of the enterprise

• Purpose: determination of the potential and real level of competitiveness of the enterprise

• Objects: own capabilities and threats:

• marketing
• scientific and technical
• production
• personnel
• financial and other

• Result: optimization of goals and resource use